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UX proposal for Calls To Action on feature stories
Mockups and proposal for AB testing flow. Recommends testing of a custom Call To Action component for feature stories on NAU marketing products.
Why add Calls To Action components?
In late 2019, NAU began launching a series of feature stories highlighting faculty and student experiences. While some stories saw significant traffic, we found most users did not engage with content outside the "stories" site—even users whose search intent suggested they might be interested in other content.
Our hypothesis: adding a Call To Action highlighting relevant, degree-related content on a feature story will increase user engagement and increase the likelihood that a user will submit a request for information.
Goals and features of proposed Calls To Action
Increase form submission and user interaction
The primary goal of this feature is to increase the number of request-for-information forms submitted and to improve user engagement with related content.
Imitate familiar ecommerce design patterns
I built on familiar design patterns—including position and shape—used on e-commerce sites to create a navigable experience for users.
Establish internal AB testing best practices
Establishing consistent AB testing best practices is a key part in NAU's design maturity over time. This proposal establishes a baseline for testing and approvals.
Checkpoints and timeline to implementation
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Pitch design and working prototype
Approved by stakeholders
December 2022 -
Pitch AB testing practices and platforms
AB test platform approval completed
September 2024 -
Procure AB testing platforms
AB test platform procurement expected
January 2025 -
Launch AB test to site users
AB test launch expected
June 2025 -
Iterate and refine before deployment
Prioritized feature launch expected
December 2025
